Arity - Marketing Solutions
The platform nobody had fully mapped yet
End-to-end UX on Arity's B2B ad platform turning driving behaviors into advertiser and publisher audiences — from research through 100+ production screens before moving to Mobile Publishing.
Adtech UX · SaaS governance · Research-led IA
TL;DR
- Diagnosed "silent failures" whenever marketers forgot to save - every recovery required filing eng tickets. Introduced safeguards, clearer CPC controls, and better campaign diff visibility across the workflows I touched.
- Rebuilt IA through sitemap synthesis and stakeholder interviews - especially nav + homepage where product and marketing narratives diverged.
- Several ambitious reporting/audience tools paused for resourcing - still evidence of roadmap scope before the mobile pivot.
- 100+ Screens delivered Across campaign management, publisher bidding, safeguards, nav, homepage.
- 2 Interview rounds (internal) Six marketing stakeholders + heuristic audits + programmatic competitive reads.
- Eliminated ENGINEERING FIRE DRILLS Moved error prevention from engineering-only recovery to actionable UI cues.
Overview
Arity’s Marketing Platform connects real-world mobility signals to advertiser and publisher tooling. The product came out of a post-merger lift-and-shift — Arity absorbed Transparent.ly (Telemax) and inherited a platform built by engineers for engineers. Spend months in interviews, heuristics, and DSP comps and you uncover the same brittle pattern: heroic backend fixes for preventable UI states.
What I tackled
Campaign management workflows that obscured CPC changes, unfinished saves, and downstream impacts — plus bidding surfaces that needed humane guardrails, not jargon. Marketing managers had normalized the dysfunction, defending broken flows as “needing more training” even as silent failures cost real engineering hours.
Campaign hierarchy
Master campaigns needed to surface sub-campaign pacing, spend trends, and strategy at a glance — not dead-end into separate views. I rebuilt the hierarchy so a campaign manager could scan KPIs, compare spend by segment over time, and drill into individual sub-campaigns from one coherent dashboard.
Visuals below are approximate stand-ins for the proprietary production UI — recreated to illustrate workflow patterns without exposing confidential client assets.
Bid strategy & save safeguards
The sharpest failure mode: a campaign manager adjusting bid strategy could navigate away without saving and silently lose all their work — engineering rebuilt it on the back end every time. I shipped a unified bid-view screen (see and edit in one place) and explicit save/discard controls that closed that gap entirely.
Narrative takeaway
Marketing Solutions taught me how to translate analyst mental models into calm enterprise UI — a foundation I carried straight into Preview, Routely, and cross-org AI tooling afterward.